| Title | FLOSS STITCHING |
| Brand | JOHNSON & JOHNSON CONSUMER COMPANY |
| Product / Service | REACH DENTAL FLOSS |
| Category | D01. Use of Adapted Billboards / Posters |
| Entrant | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Idea Creation | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Production | JAID CREATIVE PRODUCTIONS Tokyo, JAPAN |
| Production 2 | GUNS ROCK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Go Sohara | J. Walter Thompson Japan | Executive Creative Director |
| Yukino Miyatsu | J. Walter Thompson Japan | Copywriter |
| Yoshihisa Suzuki | J.Walter Thomson Japan | Creative Director |
| Yoshiko Tanaka | Jaid Creative Productions | Print Producer |
| Hitoshi Kaneko | J.Walter Thompson Japan | Senior Account Director |
| Shunsuke Asaka | J. Walter Thompson Japan | Associate Account Director |
| Yumi.yamaguchi | Freelance | Embroidery artist |
| Japanese embroidery/Miyazaki Seika Lab | Japanese embroidery/Miyazaki Seika Lab | Embroidery Artist |
| Wataru Saito | J. Walter Thompson Japan | Designer |
Threads of the actual dental floss are used for stitching on the poster placed in the pathway to the food court. This activation enables consumers to be engaged in actual situations where food tends to get stuck between teeth (after buying lunch or during lunch) and touch actual floss threads, resulting in increasing understanding of product characteristics and potential and building a new relationship between the product and consumers.